KOBE BRYANT*ASTON MARTIN*NIKE PROJECT JULY 2009 - JANUARY 2010

KOBE BRYANT*ASTON MARTIN*NIKE PROJECT
JULY 2009 - JANUARY 2010
BACKGROUND
It started with Kobe jumping over an Aston Martin DB9. The
result was over 25 million people watching it, talking about it,
amazed by it. Completely unexpected.
They say that imitation is the biggest form of flattery, which
led to over 200 different copy cat webfilms, as well as TNT’s
star squad of Kenny Smith, Charles Barkley, and Ernie
Thompson doing their own stunt.
Its popularity grew so tall that all you had to say was, “Kobe
Bryant – Aston Martin” and most knew immediately what you
were referring to.
There is reason to celebrate this moment. The consumer has
been asking for a collaboration of this magnitude ever since
this webfilm was released.
RELATIONSHIP
A unique opportunity exists that will allow for NIKE and Aston
Martin to co-launch a product that commemorates the
Kobe*Aston Martin webfilm and also introduce the world to
the lightest and most advanced basketball shoe ever
produced, the Zoom Kobe V.
We will utilize the following months to allow Kobe an
opportunity to interact with Aston Martin through a variety of
options ranging from temporary ownership, to a private
preview one of the rarest and most exotic vehicles in the
world, the One-77.
By building an authentic relationship between Kobe and
Aston Martin, co-launching these products will be a natural
integration.
CELEBRATION
The date of the celebration is intended for December 7th,
2009, with the exact location to be determined at a later time.
We will celebrate the Kobe*Aston Martin webfilm as well as
showcase Aston Martin’s vehicle collection, and preview the
Zoom Kobe V for the first time.
We will look at a premium location and allow for special
guests and for media to take part in what will be a unique and
talked about event.
The footwear launch is recommended to being the Saturday
following the event (12/12).
The Hyperdunk-Aston Martin DB9 will be teamed up with a
Zoom Kobe V – Aston Martin in a dual set with premium
packaging. This 2-shoe set will be limited to under 1k pairs;
locations TBD but also includes some select Aston Martin
showrooms.
We will also be working together with Aston Martin to identify
customers and influencers who will be seeded the shoe.
TIMELINE
July
August
1
September
17
1
October
31
Preliminary meetings
between NIKE and Aston
Martin to discuss
partnership and
strategy
November
24
7
December
24
7
6
3
Sole Collector at Nike HQ,
Portland (9/31)
Invitations to
celebration are
distributed to selects
guests and media
DBS Volante to be on display
Sole Collector invited for
product preview / drive
session; they will have an
exclusive on the pack
Two sneaker box to be
approved by both
brands and dates
approved for launch
activity
2
Aston Martin CEO on
NIKE WHQ to discuss
opportunities and
design inspiration
4
7
Kobe to take
loan of Aston
Martin
Launch Event
in LA Area
5 NIKE & Aston Martin
announce a celebration will be
held to commemorate the
Kobe*Aston Martin webfilm
ASTON MARTIN ONE-77
The One-77 is Aston Martin’s definitive sports car, one that
epitomizes everything Aston Martin from technology, the handcraftsmanship of the hand rolled aluminum panels to the attention
to detail. A culmination of all the marquee's know-how, the One-77
delivers effortless beauty guaranteed to stir the senses with
performance potential eclipsing any previous Aston Martin.
With a projected weight of 1,500kg the One-77 will occupy the very
highest echelons of road car performance. Top speed is confidently
predicted to be in excess of 200mph, with a 0-60mph time in
approximately 3.5sec. Perhaps more importantly, thanks to the
purity of a front-engine, rear-drive layout, the responsiveness and
immense tractability of a naturally aspirated V12 and the low mass,
high-rigidity properties of a carbon fibre chassis, the One-77
promises a driving experience of unrivalled intensity and excitement
while representing the world’s most desirable automotive art form.
ASTON MARTIN DBS
The Aston Martin DBS is a 6.0-litre V12 powered, race-bred, twoseater shaped by the aerodynamic demands of high performance,
with an exquisite interior that marries beautifully hand-finished
materials with the very latest in performance technology. A
combination of elegant design, innovative manufacturing processes,
race-derived materials and components and Aston Martin’s
unrivalled hand-build expertise makes the DBS a luxury sports car
without equal.
ASTON MARTIN DB9
The Aston Martin DB9 is a thoroughbred sports car with GT levels of
comfort and refinement. Combining Aston Martin’s unique character
with an uncompromising design philosophy, the DB9 was borne out
of a synthesis of traditional craftsmanship, high-tech
manufacturing, modern components and use of the finest materials.
The DB9 is both a full-blooded sports car and a hugely capable grand
tourer. It offers a supreme combination of driver involvement,
character, luxury and refinement.
ASTON MARTIN VANTAGE
The Aston Martin V8 Vantage is a supreme example of modern
automotive design, a hand-crafted sports car that offers exceptional
performance, outstanding agility and everyday usability.
At the heart of every great sports car is a great engine, and the V8
Vantage Coupe and Roadster are powered by Aston Martin’s 313 kW
(420 bhp) 4.7-litre V8, developed for both flexibility and outright
performance. The V8 also sounds spectacular and is capable of
propelling the car to a maximum speed of 290 km/h (180 mph).
HYPERDUNK – ASTON MARTIN DB9
Taking inspirations from the car that Kobe leapt, the
Hyperdunk Aston Martin DB9 integrates a high quality
metallic silver leather inspired from the coat of the DB9. The
plush interior was matched the premium Italian leather seats.
The logo on the tongue was inspired by the Aston Martin
wings, handcrafted and jeweled.
ZOOM KOBE V – ASTON MARTIN EDITION
In order to achieve the once thought to be impossible sub 11
ounces, Kobe Bryant encouraged the NIKE Basketball design
team to adopt a true low platform. Carefully sculpted to
ergonomically fit the lateral and medial malleolus, the ZKV
uses a 1 piece seamless booty inside a productive and
supportive SkinWire shell.
SkinWire is generation 2 of Flywire, which utilizes a new
welding technique that minimizes material and eliminates
seams and weight from the upper while increasing durability
and flexibility. The ZKV also integrates heel and forefoot
Zoom Air in a lightweight articulated outsole, which provides
responsive cushioning and stability. All in, the ZKV integrates
brand new NIKE innovation and provides Kobe with the most
advanced basketball shoe ever produced.
The ZKV Aston Martin Edition combines inspiration from the
family of the Aston Martin collection, including the One-77.
PACKAGING IDEAS
The Kobe-Aston Martin Collection will come in a stackable
two-shoe premium leather wrapped case. More details to
come.
KOBE BRYANT – HANZO, INC.
Jerry Sawyer
Marketing Director
[email protected]
Catherine Sebring
PR Director
[email protected]
PR Director
[email protected]
Nico Harrison
Sports Marketing Director
[email protected]
Andre Doxey
Creative Director
[email protected]
Kevin Pohlschneider
Footwear Product Director
[email protected]
Rodney Knox
Basketball PR Director
[email protected]
Andy Miguel
Kobe Business Manager
[email protected]
ASTON MARTIN
Francesca Smith
NIKE BASKETBALL